Google Testing Local Panel Ads for Shopping | Piranha Solutions

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Google Testing Local Panel Ads

By piranha

8th September 2017

Google is testing displaying shopping ads in local panel search results.

This means that users, when searching for specific stores, will be shown a search bar labelled ‘Search this store’ above a carousel of related shopping ads.

The search bar can then be used to find products or services, whilst the ads will take searchers directly to the relevant web pages.

What is the Local Panel?

A local panel is a set of results that is shown when searching for a specific store, usually displaying the closest chain store to the searcher’s geographical location.

Local panel results include the store’s:

  • Address
  • Opening hours
  • Phone number
  • Assigned photos
  • Business summary
  • Google Maps link

This information is gathered from the business’s Google My Business (also, from Bing My Business on that search engine).

What is a Shopping Ad?

Google shopping ads are a type of PPC campaign set up through Google’s AdWords facility. This network allows businesses to list their products, prices and added incentives like Free Shipping.

Shopping ads are displayed under the ‘Shopping’ tab on all of Google’s SERPs (Search Engine Results Pages).

So, What’s New?

Google hasn’t displayed shopping ads directly in local panel search results until now.

Search Engine Roundtable’s recent article highlights this point, using an example reported by Glenn Gabe:

Credit: Glenn Gabe via Barry Schwartz at Search Engine Roundtable

The results for the brand Staples is showing shopping ads directly in the local panel, along with a search bar. These additions are presumably designed to get searchers to products in the swiftest way possible.

So far, we’ve been unable to recreate these results on this side of the pond.

Possible Implications

This move looks like another push towards PPC campaigns (coincidentally, Google’s main revenue stream).

Advantages to users include an easier transition between searching for and finding specific products. The nature of local panel searches means that these results should have reasonably high conversion rates, which is good news for advertisers.

It remains to be seen whether Google rolls these tests out across Europe as well as North America.

Related Services from Piranha

At Piranha, we offer comprehensive digital marketing support. From setting up your Google My Business to updating contact details and starting PPC campaigns, we’ve got you covered.

To learn more about our digital offering, please call 01772 888331 today.

Alternatively, email your query to and we’ll be in touch.

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